Targeted messages that convince users to consider sustainability
Seeking to influence consumer decision making, CentERdata, GFK, and ECORYS, on behalf of the European Commission Consumers, Health, and Agriculture and Food Executive Agency (CHAFEA) provided information on sustainability. Visitors to the Milan Expo 2015 were invited into a supermarket and provided information via screens about food products, and in some groups also asked pre- and post- visit questions. The results were mixed. Those who visited the supermarket did not view sustainability as more important (relative to price, nutrition, etc) than the group who didn’t visit the supermarket. Supermarket visitors did state they would take sustainability into account in their future purchases though.
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